| dc.description.abstract | The purposes of this study were to compare satisfaction in the purchases of beer
alcoholic beverages from Company T and Company S; to investigate influencing factors
of decisions for the purchases of the beer alcoholic beverages from Company T and
Company S; and to examine influencing factors of opportunities for the repurchases of
the beer alcoholic beverages from Company T and Company S. The American Customer
Satisfaction Index was employed as a conceptual framework.
In this qualitative study, data were collected by questionnaires. The sample was
obtained through a stratified random sampling to include 430 customers in the upper
southern region, who purchased the beer alcoholic beverages. The questionnaire data
were analyzed by a bivariate analysis, a regression model, and an ordered probit model.
Results revealed that the customers who purchased the beer alcoholic beverages
from Company T demonstrated different satisfaction from those who purchased them
from Company S with no statistical significance; the influencing factors of decisions for
the purchases of the beer alcoholic beverages from Company T and Company S with
statistical significance included expectation, quality perception, value perception, and
image; and the influencing factors of opportunities for the repurchases of the beer
alcoholic beverages from Company T and Company S with statistical significance included
image, complaint reporting, and loyalty. | en_US |
